13.10.16

How to create a compelling F&B brand experience

How to create a compelling F&B brand experience

Dan Einzig's keynote seminar, delivered to a packed theatre at the Restaurant Design Show, was all about creating a compelling brand experience.  “It’s about expressing authentic personality with genuine soul.”

“The best and most beautiful things in the world cannot be seen or even touched; They must be felt with the heart.” Hellen Keller

This mantra underpins our belief in the power of emotion, the power of human feelings to really connect people with brands.

Za Za Bazaar Busy RestaurantThe buzz of an Asian night market at Za Za Bazaar, Newcastle

 

Why does going to a restaurant or bar need to be an emotive experience?

People make 90% of the purchase decisions with their gut, especially purchase decisions regarding food and drink!

Moojo Happy CutomersMoments of joy at Moojo, Austin Texas

When customers connect with your brand on an emotional level, you get the following benefits:

  • Advocacy
  • Differentiation
  • Equity value
  • Increase in sales
  • Longevity of relationship/ business
  • Platform for extension
  • Price protection

 

This is why we approach interior design differently to many other designers and architects; that is, with a clear strategic brand vision. A brand-centric strategy and vision will guide all the decision-making within the business.

Dub Jam CustomersA beach party vibe at Dub Jam, London

This brand vision hinges on one key element – the personification of the brand.

We believe people connect with people they find fun, attractive or interesting; who have empathy, are inspiring or aspirational, so we aim to create brands that are like people - with authentic character made up of those same beliefs, a genuine sense of purpose, stories, values and traits.

Creating a successful restaurant or bar is not simply about creating a great looking space…Looks are nothing without personality!

We don’t believe a brand is a logo or an environment.

It’s so much more than that: Every business should be seen as a persona with a soul.  And our job (and the job of the operator), is the creative expression of that soul.

Bubbleology Happy CustomersBFFs at Bubbleology, Stratford

Who are you trying to connect with and what are they interested in, looking for or influenced by?  What are their cultural references?  What do they aspire to?  What are their triggers? What media do they consume? What’s their “architype”? Is your brand an 'explorer', such as Bubbleology Adventure Bar and Za Za Bazaar; or an all-knowing, expert 'sage',  like Rawligion?

Bubbleology Happy CustomersHaving fun at Bubbleology, Soho

 

When you think about the customer journey and map out the key messages that you need to communicate, think about how people will describe your restaurant, bar or brand.

Your customers (and your staff) are your advocates. So the more clearly defined the vision is, the more likely they will be able to advocate and recommend it accurately.

Mystery's Brand Positioning Exercise - through research, insights, competitor analysis, market opportunity and customer - is a method for defining a company's point of difference. We’ve developed our own Mystery Mandala that defines the brand’s DNA and is a vital and interesting part of the design process.

It is this proven methodology of thoughtful analysis in partnership with our clients that makes our resulting brand identities and marketing communications design so effective.

Once you’ve defined the brand and all its facets, it becomes the host, shaping the customer’s experience through every aspect of the operation - product, strategy, marketing, menu and pricing – bringing it all together to deliver the most compelling restaurant brand experience possible.

What's your brand vision? Be inspired, contact us here.